Huda Beauty Big Lip Hunt
To support the playful and bold launch of Huda Beauty’s new Faux Filler Jelly Oil and Lip Contour Stain, the brand approached us with a clear creative hook:
“We want giant lips placed around London – and we want people to find them and win.”
With that vision as a starting point and 3 weeks till launch, the task became bringing it to life in a way that was fun, immersive, and logistically tight. The experience was designed as a fully integrated physical and digital campaign, carefully mapping the user journey from first interaction to final reward. A stamp-and-collect mechanic formed the backbone of the activation: participants received a custom stamp card and collected different coloured lip stamps at each location, a simple yet visually engaging way to track progress.
To add a digital layer, a bespoke website was created by One Agency, allowing users to scan QR codes at each stop and "check in" online. This not only streamlined the experience but also gave the client real-time data visibility while helping us control the flow of information on the day.
Sampling was a key touchpoint, each stop featured branded bins with unique product samples, so regardless of the order in which participants discovered the lips, there was always something new to receive. This element helped sustain energy and encourage full participation.
Visually, the giant lips were the centrepiece of the spectacle. Supplied with base 3D models by the client, we adapted them for production; molded, painted, and gloss-finished into a striking ombré design. Installed on custom plinths across five iconic London locations: King’s Cross, Covent Garden, Trafalgar Square, London Bridge, and Southbank.
To amplify reach and keep the city buzzing, five 1-metre lips were mounted to fully wrapped taxis that shuttled the Huda team, influencers, and event hosts between sites, creating an eye-catching mobile element to the campaign. The activation rollout was teased location-by-location on Huda Beauty’s social channels, building real-time anticipation. Rewards included a chance to meet Huda in person at a secret location or be entered into a prize draw to win the full, unreleased collection — with a branded email follow-up system designed to manage prize fulfilment and ensure a polished user journey from start to finish.
From UX mapping, digital development, and physical production through to installation, live logistics, and prize delivery — the campaign was a full-spectrum experiential moment. A seamless fusion of spectacle, strategy, and storytelling, met with huge engagement on the day and across social.
